Presentation Title1
January 25, 2012
The Art of the “Tweet” Chat
Starting at Zero
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The Art of the “Tweet” ChatStarting at Zero
A Merger of Equals
Our merger brought together two social media programs that needed to be integrated for one new airline
Goal was to introduce the new airline to both existing and new followers
Twitter technology did not allow us to “merge” our Twitter feeds
Introducing the New Brand
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The Art of the “Tweet” ChatIntroducing the New Brand
The New United
How do we talk to people about the new United and highlight our co-workers?
A monthly Tweetchat would be the right venue to talk about the new airline.
Engaging Behind the Scenes
Creating the Chat
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The Art of the “Tweet” ChatCreating the Chat
Determined the best topics to engage consumers Created a monthly calendar
Utilized the best resources Invited subject matter experts to participate
Used a dedicated hashtag #UnitedPlaneChat
Implementing the Chat
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The Art of the “Tweet” ChatImplementing the Chat
Recruited a volunteer Twitter team Use tracking and monitoring tools
during the chat to route questions to the appropriate subject matter expert
Example question from follower: Richard Solomon @united
#unitedplanechat What's with the new 757 interior(s) - nice new leather seats, but same lighting, bins, etc?
united @richardlsolomon ^JY We're very active in evaluating the new options for the decor for the 757. Stay tuned. #unitedplanechat
Measuring the Chats
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The Art of the “Tweet” ChatMeasuring the Chats
New followers
Unique chatters
Number of captured tweets
Growth of participation
Results
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The Art of the “Tweet” ChatResults
Show that the new United wants to chat
Get insight to provide more in-depth answers in other social media channels
Provide direct feedback to the teams
Create new conversations from the chats
Future Chats?The Sky is the Limit
Presentation Title16